The new store environment energizes and highlights the brand’s luxuriously soft intimates, innovative fashion and spectrum of size offerings.


MG2 developed a new attitude for the Soma brand by working with all stakeholders, including the brand’s president, store planning team, marketing and operations. These new creations were pulled together through a new flexible and scalable kit of parts, as well as a series of captured moments which evolved into a new prototype for the brick and mortar experience.

The first prototype for Soma opened in October 2017 and features warm woods, golds and lacy panels. The soft glow and inviting atmosphere encourages customers to feel comfortable engaging with the stylists, their friends and the brand as a whole.

Location /
Multiple locations
United States
Size /
2,500 SF
Client /
Chico's FAS
Services /